ABSTRACT
The COVID-19 pandemic has altered people's behavior and consumption patterns. Likewise, it has also affected sales at a company. As a result, the demand for various products is increasing, one of which is hygiene products. Since the onset of the COVID-19 virus, maintaining cleanliness and health has been people's primary concern. Driven by this, many companies or businesses produce hygiene and health products, one of which is antibacterial soap. Antibacterial soap has become a staple product, therefore the need for it also surges. In Indonesia, Lifebuoy as a brand of antibacterial soap holds a good brand image. As seen from the data of the top brand index in 2019 until 2020, Lifebuoy managed to claim the first position in controlling the market share of soap in Indonesia. Being a top-of-mind brand can be viewed from several perspectives, one of which is through the brand image in the eyes of its consumers. This study is quantitative in nature and it employed descriptive design. The sampling technique used was purposive sampling, which involves selecting samples based on certain criteria. It is a form of non-probability sampling, a sampling strategy that does not provide equal opportunities to all members of the population. To collect the data, a survey was conducted through the distribution of online questionnaires to 269 people using Lifebuoy products, mainly women aged 17 until 55 years. To analyze the data, statistical analysis was employed, comprising a pilot test with 30 respondents, followed by a descriptive analysis, and a lastly using SmartPLS 3.0.
